Insure vs. Ensure vs. Assure: the Easiest Way to Get It Right

There are three close cousin words in the English language that can be easily confused. These words are insure vs. ensure vs. assure. Distinguishing the words in this word trio one from another is made difficult by the tendency of people to pronounce them the same.

Insure vs. Ensure vs. Assure: the Primary Differences

Key Takeaways

Here is a key to help you keep the words insure, ensure, and assure straight and to aid you in knowing when to use each word.

• Insure – a legal agreement
• Ensure – taking action steps
• Assure – a verbal promise

Remember,

• To insure is to cover someone or something with an insurance policy.
• To ensure something is to make sure or certain that something will happen, that is, to make a guarantee to get it done.
• To assure is to remove someone’s doubts or fears through a verbal promise.

Examples to put it all together:

• I assure you, when I insure the property, the policy will ensure that any losses will be compensated.
• If I insure the house to ensure better coverage, will this assure you that we will be secure?
• When you insure your property, I assure you that you are taking the right steps to ensure you are covered.
• I will insure this to assure you that it will ensure we are safe.

The three words insure vs. ensure vs. assure, however, are not homophones – that is, they do not sound the same if they are pronounced correctly. The first letters “i”, “e”, and “a” create a different sound despite the similarities. In addition to a similar pronunciation, it also doesn’t help that the three words share similar definitions. All three of these words share the same connotation of making an outcome to be sure.

Despite the similarities, however, the words insure, ensure, and assure each have different meanings and unique usage. Knowing the difference will enable you to use the correct word in the appropriate situation. Even though the three words insure, ensure, and assure are similar, they each have distinctly different meanings. How can you know how to use them properly?

Insure vs. Ensure vs. Assure: Definition, Usage

Ensure (Verb):

• Meaning: To make certain that something will happen or be the case.
• Use: Used when talking about guaranteeing or securing a particular outcome.
• Examples:
  • “Please ensure that the door is locked before you leave.”
  • “We need to ensure everyone gets a copy of the report.”
• Explanation: “Ensure” is used to guarantee that something will happen or to make something certain.

Insure (Verb):

• Meaning: To provide financial protection or compensation in case of loss, damage, injury, or death, typically through an insurance policy.
• Use: Specifically used in the context of insurance and financial protection.
• Examples:
  • “I need to insure my car against theft.”
  • “The company insures its employees’ health.”
• Explanation: “Insure” is used in the context of buying insurance or providing coverage.

Assure (Verb):

• Meaning: To remove doubt or uncertainty by providing confidence or reassurance to someone.
• Use: Typically used when you are speaking to a person to make them feel confident or certain about something.
• Examples:
  • “I can assure you that everything will be fine.”
  • “He assured me that the project would be completed on time.”
• Explanation: “Assure” is used to give confidence or remove doubt in someone’s mind.

Insure vs. Ensure vs. Assure: Common Mistakes

Using “insure” instead of “ensure” for guaranteeing something:

• Incorrect: “We must insure everyone is informed.”
• Correct: “We must ensure everyone is informed.”
• Explanation: “Ensure” is correct when guaranteeing that something will happen.

Using “assure” instead of “ensure” for making sure something happens:

• Incorrect: “We need to assure the quality of our products.”
• Correct: “We need to ensure the quality of our products.”
• Explanation: “Ensure” is about making sure something happens, while “assure” is about giving confidence to someone.

Quick Tips:

• Use “ensure” when you want to guarantee or make something certain.
• Use “insure” when talking about financial protection or insurance.
• Use “assure” when you’re reassuring or giving confidence to someone.

Insure vs. Ensure vs. Assure: When to Use

When To Use Insure

To insure is to cover something with an insurance policy. To insure is the legal steps taken to create an agreement between the insurance company and the one who is insured that if something happens to the insured person or property, the insuring company will provide financial compensation.

It should be noted that some linguistic authorities outside the United States consider insure and ensure synonymous and interchangeable. This usage is generally in the case of insurance policies. Despite this ambiguity, insure is still the preferred word used to refer to a legal insurance coverage agreement.

Some similar words for insure are: protect, cover, underwrite, shield, guarantee, warrant, hedge, safeguard.

*You use the word insure when you are talking about and dealing with an insurance policy.

Examples:

• I took out a policy with this company to insure my property.
• It’s a good thing we decided to insure our house for flood damage before the river overflowed its banks.
• The insurance agent wrote a policy to help us insure our new boat.
• It is the law to insure your car.
• It is a good idea to insure your belongings with a renter’s insurance policy even though your landlord has property insurance.

When To Use Ensure

To ensure is to make sure that something will happen. It is to have or to do what is necessary to achieve success. To ensure is to take action and the outcome is the result of one’s efforts. The meaning of ensure is to make certain that something will happen and when someone ensures, they are taking deliberate steps to follow up on a promise or commitment.

Some similar words for ensure are: secure, guarantee, certify, confirm, verify, make sure, make certain, see to it.

*You use the word ensure when you are talking about the action, specified or implied, that you are taking to make sure something will take place.

Examples:

• This is my action plan to ensure our success.
• I will be conscientious with my work to ensure nothing will go wrong.
• My promise should ensure you that I will do what you asked.
• The safety steps are taken to ensure accidents won’t happen.
• Adding more wood to the fire will ensure keeping us warm.

When To Use Assure

To assure is to make a promise and to state that promise with confidence and certainty. To assure, therefore, is to remove doubt or uncertainty with the goal of building confidence in another. When you assure someone of something, you are making them confident of it. The one who assures is involved primarily in a verbal activity rather than of taking action.

Some similar words for assure are: reassure, convince, satisfy, guarantee, promise, prove to, certify to, attest to, swear to, pledge to, vow to, and give one’s word to.

*You use the word assure when you are making a verbal commitment.

Examples:

• I assure you that the event will take place.
• I am saying this to assure you that things will work out okay.
• Would you please assure the passengers that all will be well?
• Having the safeguards in place did a lot to assure me of our safety.
• We assure you that all contingencies have been taken under consideration.

Insure vs. Ensure vs. Assure: Examples

Examples of “Insure” in Sentences

• I need to insure my new car as soon as possible to comply with state laws.
• It’s important to insure your home against natural disasters like floods and earthquakes.
• The company decided to insure its employees with a comprehensive health insurance plan.
• Travelers are advised to insure their luggage before embarking on international trips.
• The art gallery must insure the paintings for their estimated value before the exhibition.

Examples of “Ensure” in Sentences

• Please double-check the report to ensure all the facts are correct.
• The engineer conducted several tests to ensure the safety of the new design.
• The chef tasted the sauce to ensure it had the right amount of seasoning.
• We have implemented new protocols to ensure customer data remains secure.
• The organizers are working hard to ensure that the event runs smoothly.

Examples of “Assure” in Sentences

• The manager assured the team that there would be no layoffs this year.
• I assure you that your feedback has been taken seriously and will be addressed.
• He assured his parents that he would arrive home before curfew.
• The doctor assured the patient that the procedure was routine and low-risk.
• She assured her friend that she would support her during the difficult times.

Practical Exercises

Insure, Ensure, or Assure?

1. I need to __________ my car against theft and damage. (Insure/Ensure/Assure)
2. Let me __________ you that everything will be completed on time. (Insure/Ensure/Assure)
3. The manager put in extra checks to __________ the project’s success. (Insure/Ensure/Assure)
4. You should __________ your home to protect against natural disasters. (Insure/Ensure/Assure)
5. I can __________ you that your secrets are safe with me. (Insure/Ensure/Assure)
6. We must __________ that all safety protocols are followed. (Insure/Ensure/Assure)
7. The contract is designed to __________ the company from liability. (Insure/Ensure/Assure)
8. The pilot tried to __________ passengers that the turbulence was normal. (Insure/Ensure/Assure)
9. To __________ a smooth launch, we will need to test everything thoroughly. (Insure/Ensure/Assure)
10. It’s important to __________ your health by getting regular check-ups. (Insure/Ensure/Assure)

Answers:

1. Insure
2. Assure
3. Ensure
4. Insure
5. Assure
6. Ensure
7. Insure
8. Assure
9. Ensure
10. Ensure

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Liam Daniel

At 7ESL, we use advanced AI to help people learn English. Our tools and resources make it easier to speak and write well, supporting learners at every level.

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